Copyright
About the Author
Acknowledgements
Introduction
PART 1: PR Writing and Planning Basics
Chapter 1: Cornerstones of Communication
Good Writing
Reading, Resourcefulness and Curiosity
Associated Press Style
PR Pro Advice: Hinda Mitchell, CEO, Inspire PR Group
References
Chapter 2: Setting Strategy: Finding the “Why”
The Discovery Process
Understand Your Brand
Identify Audiences
How the Pros Do It: Selling a New Nevada to Millennials
Target Specific Objectives
How the Pros Do It: Overcoming Apathy to Register New Organ Donors
PR Pro Advice: Marty McDonald, Executive Vice President, Fahlgren Mortine
Chapter 3: Strategic Messaging
Know Your Message
Create Compelling Information
How the Pros Do It: Selling #LifeinCbus to Millennials
Stay True to Your Brand
Choose Channels With a Purpose
How the Pros Do It: Columbus Marathon Joins Instagram
PR Pro Advice: Heather Whaling, Founder & CEO, Geben Communication
PART 2: Writing for Owned Media
Chapter 4: Blogging
The Big Picture: Topic & Voice
Quality Content Ingredients
How the Pros Do It: Breakfast with Nick Unpacks 11 Ways to Cook an Egg
Embrace the Online Presence
PR Pro Advice: Nick Dekker, Blogger, Breakfast with Nick
PR Pro Advice: Lauren Powers, Blogger, An Explorer’s Heart
PART 3: Writing for Social Media
Chapter 5: Different Sides of Social
Chapter 6: Setting an Up Front Social Strategy
How the Pros Do It: Miracle-Gro Strategy Changes the Social Conversation
PR Pro Advice: Steve Michalovich, Digital Planning, Nationwide Insurance
Chapter 7: Social Content Creation
Content Marketing
How the Pros Do It: Retailer Jumps on Holiday Hashtags to Increase Engagement
Content Calendars
Chapter 8: Social Community Management
Chapter 9: Social Analytics & Reporting
Monitoring and Analysis for Beginners
PR Pro Advice: Nathan Okuley, Digital Strategist
PART 4: Writing for Video and Visuals
Chapter 10: Video Messaging
Role of Video Messaging in PR
Areas of Caution
Lessons from Video That Apply to Other Formats
How the Pros Do It: Gonzaga Experience “Unfolds” Leading Up to March Madness
PR Pro Advice: Mark Love, Video Director, Ologie
Chapter 11: Visual Messaging
Practical Details Matter
How the Pros Do It: Changes to Visual Packaging Drive Sales
Photography Tips
Telling Stories with Infographics
PR Pro Advice: Allie Lehman, Founder, The Wonder Jam
PART 5: Writing for Earned Media
Chapter 12: Finding and Making News
Understand the Media World
Know News Values
Chapter 13: Producing Your Own News
Find Newsworthy Story Ideas
Be a Gatekeeper
How the Pros Do It: Summer Safety Blog Post Piggybacks on Current News
PR Pro Advice: Missy Gleason, Managing Editor, OhioHealth Newsroom
Topics covered in this part include:
PART 2: Writing for Owned Media by Mary Sterenberg is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.